体验商务英语第二册Unit7Marketing

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1、Unit 7Unit 7MarketingMarketingQuotation Akio Morita(1921 1999)Co-founder of Sony“Communication is the most important form of marketing.”Starting upAThe four Ps form the basis of the marketing mix.If you want to market a product successfully,you need to get this mix right.Match the Ps 1 to 4 to the d

2、efinitions a)to b)1 Product2 Price3 Promotion4 Placea)the cost to the buyer of goods or servicesb)informing customers about products and persuading them to buy themc)where goods or services are availabled)goods or services that are soldStarting upB Listen to four consumers talking about different pr

3、oducts.Decide which of the four Ps each speaker is discussing:product,price,promotion or place.Speaker 1:Speaker 2:Speaker 3:Speaker 4:Place PromotionPrice Product CWhat influences you most when you are doing shopping?Why?Product Price Promotion Place Starting upD Tell your partner about a marketing

4、 slogan that impressed you.VocabularyWord partnershipsAFor each group of words 1 to 5:Fill in the missing vowels.a)Match the words to the definitions a)to c).1 marketa)The percentage of sales a company hasb)Information about what customers want and needc)A group of customers of similar age,income le

5、vel and social group2 consumera)description of a typical customerb)where and how people buy thingsc)things people buy for their own use3 producta)Introduction of a product to the marketb)Length of time people continue to buy a productc)Set of products made by a companyresearchsegmentsharebehaviorpro

6、filegoodslaunchLife cyclerangeVocabularyWord partnerships4 salesa)How much a company wants to sell in a periodb)How much a company thinks it will sell in a periodc)How much a company has sold in a period5 advertisinga)A business which advises companies on advertising and makes adsb)An amount of mone

7、y available for advertising during a particular periodc)A program of advertising activities over a period,with particular aimsforecastfigurestargetcampaignbudgetagencyVocabularyWord partnershipsBChoose a well-known product for each of these product categories.Cars Newspaper&magazineWatches&jewelryCl

8、othing ListeningSuccessful marketingAListen to the first part of the interview and complete the chart.Successful marketingGood creative_Good marketingcommunicationsCustomer orientationReaching the right_Clear marketing _Working well with _What customers _ they want itAt the right _In a way thats _Pr

9、oducing:campaignpeoplemessagesales teamneedwhenpriceprofitableListeningSuccessful marketingBListen to the second part of the interview and answer the following questions.1 Which campaign was most memorable for Mirjana?2 Why did she find it memorable?3 What was the fantastic strap line(slogan)?4 What

10、 other strap lines do you know?Orange mobile phonesShe thinks mobile communications are interesting and that it was a great campaign with a fantastic slogan.The futures bright,the futures orange.ListeningSuccessful marketingCListen to the last part of the interview and answer the following questions

11、.1 What type of company was involved?2 What was the promise?3 Why did it appear successful at first?4 Why did they end the campaign?An electrical goods manufacturer.They promised customers free flights with purchases of certain value.Because sales went up at first.They couldnt keep up with the deman

12、d and had overspent on prizes.The campaign was badly _,badly _ and it resulted in a lot of negative _ for the company.DplannedbudgetedpublicityComplete this extract from the interview.ReadingSelling dreamsA Before you read the article,answer these questions.1 Which of the following companies do you

13、associate with Italy?ReadingSelling dreams2 What qualities do you associate with Italian products?ReadingSelling dreamsFerrari S.p.A.is an Italian sports car manufacturer based in Maranello and Modena,Italy.Founded by Enzo Ferrari in 1929,the company manufactured race cars before moving into product

14、ion of street legal vehicles in 1947 as Ferrari S.p.A.Ferraris cars are among the most desirable of vehicles to own and drive,and are one of the symbols of wealth in the world.Throughout its history,the company has been noted for its continued participation in racing,especially in Formula One,where

15、it has largely enjoyed great success,especially during the 1950s,1960s,1970s,late 1990s,and 2000s.Finally,after years of financial struggles,Enzo Ferrari sold the companys sports car division to the Fiat group in 1969.Enzo Ferrari himself retained control of the racing division until his death in 19

16、88 at the age of 90.Ferrari also has an internally managed a wide range of products bearing the Ferrari brand,including eyewear,pens,pencils,perfume,clothing,high-tech bicycles,cell phones,and even laptop computers.ReadingSelling dreamsB Scan the article and answer these questions.1 Which are the bi

17、ggest markets/countries for these products?Ferraris c)leather goodsRolex watches d)Hennessy cognac2 What do these numbers in the article refer to?a)1993b)220c)19971.d)2.7the year that Ferrari created its Marketing Department.the number of Ferraris sold in Switzerlandthe year when 220 Ferraris were s

18、old in Switzerland.the percentage of Ferraris sold to womenReadingSelling dreamsCRead the article more carefully and answer the following questions.1 What was unusual about Ferraris marketing until 1993It didnt have a marketing department people seeing Ferraris in the street was enough.2 What two th

19、ings does the author recommend that companies should do?-Produce goods of the highest quality,because people are buying goods on the basis of desire rather than need.-Give your brand emotional qualities that match customers desires,thus creating and selling dreams.ReadingSelling dreamsDGroup discuss

20、ionWhat qualities do you associate with cars from the following manufacturers?ReadingSelling dreamsCustomers are now spending more money Customers are now spending more money on products they on products they desiredesire rather than on rather than on products they simply products they simply needne

21、ed.What do you think is the difference between a need and a desire?Give some examples.Language reviewQuestionsThere are many types of questions in English.The easiest are questions that can be answered yes or no.A:Are you from around here?B:Yes,I am.A:Can I buy you a drink?B:No,thanks.A:Do you come

22、here often?B:Yes,I do.A:Are you married?B:Yes,I am.To form a question from a statement,first count the number of verbs.John is a doctor.One verb:is(be)Jane drives a sports car.One verb:drivesJoan played basketball last night.One verb:playedJan is eating her dinner now.Two verbs:is eatingJune has ren

23、ted a car.Two verbs:has rentedShe has been living here since 2003.Three verbs:has been livingLanguage reviewQuestionsIf there is one verb in the statement and the verb is a form of be,simply switch the positions of the subject and verb.Statement John is a doctor.The Johnsons are here.Question Is Joh

24、n a doctor?Are the Johnsons here?If there are two or three verbs,simply switch the positions of the subject and first verb.Statement Jan is eating her dinner.June has rented a new apartment.She has been living here since 2003.QuestionIs Jan eating her dinner?Has June rented a new apartment?Has she b

25、een living here since 2003?Language reviewQuestionsIf there is one verb,and the verb is not a form of be,1.Add Do to the beginning of the sentence.The Johnsons live in that house.Do the Johnsons live in that house?2.If the main verb carries a third person singular s,move the s to Do,making it Does.J

26、ane drives a car.Does Jane drive a car?3.If the main verb carries past tense,move the past tense to Do,making it Did.Joan played basketball last night.Did Joan play basketball last night?Language reviewQuestionsWh-Questions allow a speaker to find out more information about topics.They are as follow

27、s:When?Where?Who?Why?How?What?Which(one)?Whose?Whom?How much?How many?How long?How often?How far?What kind(of)?Time Place Person Reason Manner Object/Idea/ActionChoice of alternatives Possession Person(objective formal)Price,amount(non-count)Quantity(count)Duration Frequency Distance DescriptionLang

28、uage reviewQuestionsA Correct the grammatical mistakes in these sentences.1 What means market niche?What does market niche mean?2 How much it cost?3 Why you dont sell it?4 When it must be finished?5 Did you went to the fair last week?6 Is coming your boss tomorrow?How much does it cost?Why dont you

29、sell it?When must it be finished?Did you go to the fair last week?Is your boss coming tomorrow?Language reviewQuestionsB Write the words in the questions in the correct order.1 Which group do you belong to?2 How old are you?3 Which wines do you prefer?4 How often do you drink wine?5 How much do you

30、usually spend on a bottle of wine?6 Do you have a personal wine cellar at home?7 How many bottles of wine have you selected during the last year?8 Which wine growing areas do you know?9 Do you take various growing areas into account when selecting wine?10 Which taste do you prefer?Dear Mr.Paz-Andrad

31、eWe are conducting a consumer survey on international wines.We place great value on your personal opinion and,therefore,request your support.QUESTIONLanguage reviewQuestionsThey do their homework at night.(when)Mr.Robertson came to the party alone.(who)The car is across the street from the house.(wh

32、ere)I like the red blouse,not the blue one.(which)She felt better after she took a nap.(how)My sister called her boyfriend yesterday(when)She talked to him for an hour.(how long)He studies piano at the university.(what)The party lasted all night.(how long)She was eating a sandwich.(what)She is worki

33、ng hard.(how)My parents have two cars.(how many)The man with the white hat is my brother.(who)I dont get up early because I like to sleep late.(why)We have an English class every day.(how often)They like to dance on weekends.(what)The club is not far from their house.(where)Their favorite kind of mu

34、sic is Latin Jazz.(what)I didnt bring my dictionary today.(why)They are singing popular songs.(what kind)Work in pairs.Make the following statements into questions with the given question words.SkillsTelephoning:exchanging informationAListen to four people giving their telephone numbers.Tick the cor

35、rect numbers.1.244252 2.881990 3.020 8045 19304.0033 2399 0324BWork in pairs and dictate telephone numbers to each other.CWork in pairs.Say the alphabet in English.Check each others pronunciation.Then listen to the recording of the alphabet.SkillsTelephoning:exchanging informationEListen to the firs

36、t part of the conversation and answer the questions.1 Did they meet their sales target?2 How has their market share changed?3 What were their total sales?4 How much did they spend on shampoo advertising?Yes,they did.Their market share has increased by 2%.Their total sales were over 1.2 million.They

37、spent 30,000 on shampoo advertising.SkillsTelephoning:exchanging informationFListen to the second part of the conversation and complete the chart.1 Customers name2 Nationality3 Telephone number4 Meeting day and dateYoung Joo ChanKorean82 2 0735 8879Friday,18thSkillsTelephoning:exchanging information

38、G Listen to the conversation again and tick the phrases you have heard.Checking informationSorry,did you say?Sorry,I didnt catch that.Could you repeat that,please?Let me read that back to you.Asking for informationCould you give me a few details?What about the new range?Did she say when shed like to

39、 meet?Finishing a conversationOK,thats it.Thanks very much.That was very helpful.I must go now.I think thats everything.Useful languageCASE STUDYBackgroundCompany NationalityProductSource of productSpecial featuresTarget customersHamilton Food and Drink ProductsUSAKristal waterA spring deep under th

40、e rocks in Alaska-the purest water in the world with few minerals-nothing is added to change its tastePeople who want to have a healthy lifestyleCASE STUDYLaunch areaMedia Slogan PackagePricePoint of saleResultProduct launchCalifornia,USHealth magazinesThere is no purer drink in the world.1-litre cl

41、ear glass bottle$3Delicatessens&health food shopsThe product launch was a failure.-Sales were 60%below forecast.-Customer awareness was low(very few people knew it)CASE STUDYListen to some typical comments from consumers.Consumer 1:Consumer 2:Consumer 3:Consumer 4:Consumer 5:Nothing special,but a bi

42、t more expensive.Not worth the extra cost.Its got a fresh taste and could be healthier but you cant see the effect now.Cant find it.Its not available in the supermarket.Too expensive.Can get a similar product for half the price.Never heard of it.CASE STUDYSpeaking Work in groups.You are members of t

43、he Marketing Department.Hold a meeting to discuss and decide what the company should do to improve the sales of Kristal.WritingAs a member of the Marketing Department of HFDP,design a sales leaflet for the campaign to relaunch Kristal Water.The leaflet will be inserted into lifestyle magazines and sent out as part of a direct marketing campaign.It should attract attention and communicate the reasons why people should buy Kristal.It should also include a slogan.